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电商平台可食用非木质林产品消费者满意度研究

Factors Influencing Consumers' Satisfaction with Edible Non-wood Forest Products Based on Online Reviews

  • 摘要: 基于感知价值理论,构建了消费者对可食用非木质林产品的感知价值五维度模型,运用爬虫软件在电商平台爬取了在线评论35 375条,利用细粒度情感分析技术量化评论文本情感值,通过回归分析的方法探讨消费者不同维度感知价值对产品满意度的影响。研究发现:可食用非木质林产品的绿色价值、经济价值、功能价值、程序性价值和品牌价值正向显著影响消费者满意度,且影响程度依次提高;以产品是否经过森林认证为依据划分的产品类别在功能价值、程序性价值、经济价值和绿色价值对消费者满意度的影响关系中起到了调节作用。鉴于此,提出应提高可食用非木质产品的性价比、加强品牌宣传、完善服务功能体系、挖掘产品的绿色价值、积极对产品进行森林认证等建议。

     

    Abstract: We explored the impact of different dimensions of perceived value on product satisfaction through regression analysis. Based on the theory of perceived value, a five-dimensional model of consumers' perceived value of edible non-wood forest products was constructed. Then, 35 375 online comments were crawled using crawler software.Finally, fine-grained sentiment analysis technology was used to quantify the sentimental attitude of the review text. It is found that the economic value, functional value, procedural value, and brand value of edible non-wood forest products have a significantly positive impact on consumers' satisfaction, and the degree of such influence increases in turn. Furthermore, the product categories based on whether or not they had been forest certified played a moderating role in the relationship between functional value, procedural value, economic value and green value and consumer satisfaction. In view of this, we put forward suggestions that companies should improve the cost-effectiveness of edible non-wood products, tap the green value of products, strengthen brand promotion, improve the service function system, and actively certify operating products.

     

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